Impact of Online Digital Communication on Customer Buying Decision

The objective of the study -“The impact of online digital communication, on customer buying decision” was to examine the effectiveness of online digital communication as a medium for marketing with respect to the automobile industry-specifically the passenger car segment. With individuals and businesses alike embracing the digital revolution, utilizing internet based interactive tools to communicate, make decisions and facilitate purchases, capitalizing on this global trend is certainly a top priority for automotive companies. An attempt has been made to understand the reach of internet as a communication medium and its role in bringing potential customers to the dealership showrooms. The study was conducted by administering a questionnaire to a sample of 100 respondents of varied demographic backgrounds. It was found that though a majority of people refer to online digital communication sources and find them reliable and useful, television advertising and word of mouth were the most instrumental in pushing potential buyers to the showroom. This implies that though online digital communication is a powerful tool in conveying information to customers, it is not yet the most widespread and influential medium.